14 Jul Pharmacy window displays: new trends after Covid-19
Pharmacy window displays: new trends after Covid-19
Fact: I am writing to you from home affected by Covid-19 and so I have got plenty of time to reflect on how and if the communication rules for pharmacy shop windows have changed since the pandemic took place.
Everything has changed for retail in general. In fact, the windows I saw around the world throughout the last 6 months were mainly commercial. If we used to see showcases where products were presented in a creative way and the items were on the forefront, in the post covid era, many brands have chosen to move from a visual showcase to a very commercial one.
So what are the new trends currently? Now more than ever, shop windows have acquired considerable importance in attracting the attention of potential customers or patients, given that the shopping experience is less attractive than before, shop windows mostly aim at transmitting positive sensations already from outside sidewalks.
So, the POSITIVE message is what does count today!
But let’s talk about pharmacies: how should the right showcase look like now? traditional, transparent, communicative or digital? Professional or more commercial also in Pharmacies?
The traditional showcase looks very complicated to be put together in today’s pharmacy. Even if you have someone from your staff who is good at it, the person is likely not to have the time to create beautiful and attractive shop windows all the time, and change them at least every 2 weeks / once a month. It takes commitment and time, something that seems to be missing big times in our daily lives. On top of that, we must consider the commitment that all pharmacists place in bureaucracy, vaccines and tampons. So even though I love to see beautiful pharmacy shop windows, now it has become a demanding thing, plus it requires space and sometimes they take away the natural light that is so very important.
So, the new purchase habits affect trends of furnishing that a generalist retail had already started to consider as commonly accepted: clean shop windows are now a must, no more POP UP display units, products or decorations. Windows are actually becoming a real point of view opening towards the shop internal layout. Transparency is said to be an invite to enter. A sort of spaciousness is particularly suitable at the time of Covid to make people understand what is going to happen once they are inside. Do you reconcile with the fact that transparency is now a crucial strategy for shop windows?
Show windows’ transparency modifies the footage perception. The result? The Pharmacy looks bigger and less crowded, clean, bright & fresh:))
We have in Sartoretto Verna always privileged “clean” shop windows. The target is to better communicate the offer (from outside) and increase the room perception (from inside). That being said, giving up shop window’s function could be later translated into a loss of display footage. We have introduced a transparent Plexiglas system of central stands on wheels (i.e. Go-plexy®) to cope with this very problem. The Plexiglas used is a 100% recycled material which can fit each environment and allows a very tidy product display thanks to the modularity of several available accessories. They can be placed perpendicularly to the shop windows and make them visible already from the street frontage. The communication to clients already starts on the outside footage and gets finalized inside with a foreseeable purchase.
Pharmacy’s perception: authority, professionalism and quality of the proposal are achieved throughout a clear subdivision of internal areas.
Shop window is a communicator toolkit as well. It can show what the Pharmacy’s offer is. How can transparency and communication be successfully met? At the present time some of the pharmacy communication is actually happening on the sideway before the entrance.
For example, in one of our last realizations we introduced the pharmaceutical bar straight beside the shop window. That it is visible throughout the window overlooking the central street of Latina. It is the place dedicated to physical and remote consultations, a “social” place with which the Pharmacist owner Dr. Alessia Maciariello communicates with her public on a daily basis.
Transparency and communication can perfectly meet if the pharmacy architecture looks appealing and captivating. Clearing the shop window area is not enough.
Interior Design is a concept affecting furniture, lighting, colors and materials’ strategy. It defines the Pharmacy premises as a whole, and makes the commercial proposal, the company mission and its own values be immediately received.
Positioning some mega screens along the shop window it does not necessarily mean to give up the space
Some of the street signages for example (i.e. Lloyds and Cef) have tried to resolve the aforementioned dilemma with an instrument called “vidiwall”, enabling to put together more communications and marketing “claims” in just one screen. The more extended part of the shop window is then left available to show the retail area.
We went through several models of transparent led screens on the shop window with the purpose of merging digital communication with the pharmacy footage. For example, we made laboratories come to life by some “virtual animated” figures of pharmacists involved in medicine preparation. In other situations, we implemented inside the pharmacy some mega-screens or banners which were visible also from the street. The aim has been to break the mold to attract and communicate with a more and more comprehensive audience.
Before the idea of transparency was coming over, it was very popular to use some adhesive films sized big enough to cover the shop window glass up to one meter height (at least). They used to represent a chance to advertise some lines of products.
We do believe that films or window stickers make the pharmacy image too commercial, and too close to the pharmacy chain standards. These options “scream” but do not “talk”. They claim to sell with no chance to listen though.
We are lately using some digital films which can be tinted in order to stress all the footage dedicated to services and pharmacy consultancies
It is positive to be communicative, transparent and professional windows in the 2022 Pharmacies, but remember that in the background there must always be a quality graphic communication project to be tailor-made for your location and your neighborhood.
Do you want to know more about unique expo tools for windows? go to: https://www.sartorettoverna.com/pharmacy-furniture
Fill the form and we’ll send you all the SV expo’ windows products related to help you to create unique and attractive Pharmacy windows:))